October 23, 2017 – Dealer Marketing Magazine – It’s no secret that auto buyers shop around. In fact, they’re savvier than ever.
They come to the dealership armed with research they conducted online or with their phones and tablets. They rattle off comparison data about torque and cargo space (even if they can’t tell you what torque actually does), and they’ve got numbers on lease deals from your competitors down the street or in the next town over.
But just as in-market auto buyers have gotten smarter, so have automotive brands and dealers, and mobile location data is helping them get there. For instance, it’s showing them that mass-market brands elicit the most comparison or cross-shopping, while there’s far less dealership-visit crossover when people evaluate luxury vehicles.
This sophisticated information can show not only that buyers who went to a dealership also visited a different dealership, but specifically which competitor locations they visited, and whether they went there before or after.
It can also show when people stopped at a dealership after visiting a home goods or grocery store nearby, or have come directly from a residential location in a nearby city.
It can be combined with other data to indicate the customers’ approximate age ranges, income levels, and other demographic data, such as whether they are likely to have children.
All of this is good news for today’s dealers. It means they have the opportunity to be as data-driven in their roles in the auto-selling process as their customers are on the buy side.
To continue reading Gladys Kong’s article for Dealer Marketing Magazine, please click here.
I was honored to participate in this year’s Fortune / State Department Global Women’s Mentorship Program for the first time. As a strong believer in supporting female entrepreneurism and exchanging ideas across borders, the annual mentorship program was a perfect fit. I’m also well aware strong mentors and leaders — including the legendary Bill Gross — have shaped me into the leader and businesswoman I am today.
When asked if I had a preference of who I wanted to be paired with to mentor, I emphasized the “where” did not matter as much as the “what.” I wanted a technical CEO, like me. We’re moving into the next age of globalization where technology is the only truly global language. While cultural nuances exist, technology remains universal.
I learned this firsthand when I emigrated to the United States from Hong Kong as a teenager. Uncomfortable speaking a language I had only learned in classrooms and studied in books, I gravitated to STEM studies that were like my schooling in Hong Kong. It led me to Caltech, where I earned a BS in Engineering and Applied Science, and UCLA, where I earned my MS in Computer Science. Ultimately, it led me to UberMedia, where I served as CTO for three years before being named CEO in 2015.
Fortune and the State Department paired me with Hana Qerimi, co-founder and CEO of Shkolla Digjitale (Digital School) in Kosovo, the only private education institute in Kosovo offering computer science, programming and robotics after-school lessons for school-aged children. We formed an instant bond over coding and STEM education. Her students were using the same coding curriculum in Kosovo as my children in California.
Our instant connection over coding led to larger conversations about leadership. As two CEOs with technical backgrounds, we found we both apply an “engineer’s mindset” to management. Neither of us are — or will ever be — loud, powerhouse CEOs that relish in the spotlight and use the stage to convey ideas; rather, we shine by applying rational and logic thinking, observing before concluding and valuing a team-first approached. I’m just as comfortable meeting with my engineering team as my sales team, which is critical given technology is the backbone of our company.
To continue reading, please visit Gladys Kong’s article for Innovate Pasadena.